Mobile advertising in Australia passes $500m mark, out-stripping US and UK

Mobile advertising in Australia passed the half billion dollar market in the March quarter recording some $507.8m, according to a new report by PwC.

Source: IAB/PWC.

Source: IAB/PWC.

The latest IAB/PWC online advertising expenditure report also shows mobile advertising is now fast approaching 50% of the general display advertising with local mobile growth dramatically outstripping both the US and UK markets.

Video also grew strongly recording a total spend of $155m with FMCG brands continuing to dominate the space.

According to the PwC-authored report, the overall Australian digital advertising market grew faster than both of these other English-speaking markets from CY2014 to CY2015, recording a 25% year-on-year growth, compared with 16% and 20%, respectively.

Brownlow digital strong in Q1.

Brownlow digital strong in Q1.

The report also showed that digital growth, which often dips post-Christmas, performed strongly this year with the sector reporting  46.7% for the March quarter, driven by mobile and video.

“After a busy Christmas retail season, the first quarter of the calendar year is usually quieter in ad spend.  Digital, however, still grew overall. This goes to show the central role and increasing regard in which digital is held by many marketers and agencies,” said Megan Brownlow, PwC executive director.

IAB mobile figures

Click here to enlarge

Australia was beaten only in comparable English-speaking markets by New Zealand, which recorded 31% year-on-year growth.

However, growth rates of both mobile and video in Australian were much higher than in the UK and US.

The local mobile market grew at 81% out-stripping the US on 66% and the UK on 60%, while in video Australia had 75% compared with the UK on 51% and US on 27%.

The general display market was at $610m, search and directories at $812m and classifieds at $308m.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.